How Theme Art Told the Story of Althea Gibson and the 75th Anniversary of her Breaking Barriers at the 2025 US Open

ABOUT THIS ENTRY

To visually illustrate the 2025 US Open theme, “Celebrating 75 Years of Breaking Barriers,” we created a poster honoring Althea Gibson and her historic breakthrough at the tournament in 1950. Designed in collaboration with Melissa Koby, the tournament’s first Black theme artist, the piece was uniquely constructed from layered paper - bringing a sculptural, three-dimensional quality that elevated the piece beyond traditional graphic design. Photographed for campaign use, the artwork incorporates iconic elements of the US Open and its home in New York, including a tennis court and racquet, the men’s and women’s trophies symbolizing equality, Arthur Ashe Stadium, and the Statue of Liberty. The theme art became a central storytelling vehicle, featured across a variety of fan first executions including merchandise, large-scale installations, video content, and social media, further immersing audiences in Gibson’s legacy.

How does this represent "Excellence in Engagement"?

The 2025 US Open theme and its focus on Althea Gibson set a new standard for engaging fans in a critical sport and historical moment, with art playing a crucial role in the campaign’s success. The campaign seamlessly blended sport, culture, and purpose into a fully integrated fan experience that engaged fans at every touchpoint. “Celebrating 75 Years of Breaking Barriers” transformed the tournament into a platform for storytelling by inviting fans to learn about the legacy of Althea Gibson while actively participating in the celebration of her impact. 

The USTA’s multi-platform engagement ecosystem, complete with bespoke theme art that served as the connective tissue for the campaign - relied on social media and editorial storytelling, as well as merchandise, partner activations, large-scale on-site installations, immersive in-stadium content, educational materials, and on the ground activities that blended sports with art and history. Fans didn’t just see the campaign; they experienced it in the lead-up to the tournament and the US Open itself.

By proving that purpose-driven storytelling can generate massive fan participation and global reach, the campaign establishes a new model for the industry, demonstrating that modern sports marketing succeeds when it connects strong storytelling, cultural impact and authentic narratives.

Objective

The US Open has a longstanding role as a catalyst for progress in sport. The tournament has consistently been at the forefront of change and a leader on equality. Building on recent milestones - such as the 50th anniversary of equal prize money celebrated in 2023 - the “75 Years of Breaking Barriers” theme reinforced the US Open’s commitment to cultural innovation. 

In 2025, The US Open seized the opportunity to celebrate one of tennis’ greatest barrier breakers, Althea Gibson, who paved the way for countless players of the game who previously had no clear path into the sport. Althea’s contributions to tennis are undeniable but not as well known, especially to newer fans. Education was pivotal to this campaign, and the visuals played a key role in telling Althea’s story, shining a greater light on her accomplishments, and celebrating her legacy. 

Theme art served as the integral visual anchor for the campaign. To bring the theme to life, we relied on the art to ground our video storytelling, immersive grounds activities, special events, dynamic social media content, and educational materials distributed to fans throughout the tournament.

Strategy & Execution

The 2025 US Open theme art blended rich history with dynamic, multi-platform storytelling. Centered on the legacy of Althea Gibson, the campaign translated a pivotal moment in tennis history into a visually striking and contemporary format that resonated across generations.

The layered paper construction introduced depth, texture, and dimension, creating a visually arresting piece that stood out in digital feeds and physical environments alike. This tactile, three-dimensional approach not only elevated the design but also made it highly adaptable for motion graphics, video content, and immersive installations - key touchpoints for today’s fans. 

Implementation focused on accessibility and engagement. The artwork was activated across social media, on-site experiences, and shareable fan moments, encouraging interaction and discovery. Large-scale installations and photo opportunities invited fans to step into the story, while digital content extended its reach beyond the grounds. Videos and interviews of Koby explaining her process and creating the piece further incorporated fans along the journey. 

By connecting the heritage of the US Open with innovative design and modern channels, the campaign bridged past and present - delivering a compelling, visually driven narrative that engaged today’s audience in a meaningful and memorable way.

Organizations

• US Tennis Association 

Featured

• Althea Gibson 

Credits

Nicole Kankam
Managing Director, Pro Tennis Marketing & Entertainment
USTA

Carrie Ehorn
Director, Pro Tennis Marketing
USTA and US Open

Nicole Munroe
Director, Pro Tennis Marketing & Content
USTA

Namrita Singh
Senior Coordinator, US Open Marketing
USTA

Grace Schwartzstein
Marketing Manager, Pro Tennis Marketing
USTA

Kristom Parson
Manager, Onsite Branding
USTA

Andrew Hickcox
Senior Director Creative Services
USTA

Andrea DeMarco
Senior Designer, Creative Services
USTA

Dave Dellinger
Manager, Creative Services
USTA

Matt Guerra
Senior Director, Video Services
USTA

Andrew Kaplan
Director, Video Services
USTA

Lisa Cradit
Managing Director, Head of Comms. & Content
USTA

Brendan McIntyre
Managing Director, Head of Pro and USA Tennis Comms and Content
USTA

Pat Mitsch
Director, Pro Tennis & Partnership Comms.
USTA

Jonathan Zipper
Senior Director, Social Media
USTA and US Open

Alyssa Simonin
Senior Manager, Social Media Content
USTA and US Open

Andrew Robinson
Manager, Social Media Content
USTA

Mark Preston
Senior Director, Editor-In-Chief
USTA

Haley Fuller
Corporate Communications, Content Editor
USTA

Macy Alcido
Content Editor
USTA

Marisa Grimes
Chief Diversity & Inclusion Officer
USTA

Janet Hanasik
Director, Employer Branding and Engagement
USTA